Online Promotion Guide: Families in Action Promoting Your Workshop: The Final Details
Introduction Preparing for Your Workshop Planning Your Workshop Promoting Your Workshop Sample Letter to Parents Promoting Your Program Through Public Speaking Promoting Your Program Through Public Relations	Sample Public Service Announcement Sample Press Release Promoting Your Program with a Photo Promoting Your Workshop: The Final Details Research Ordering Program Kits and Parts

PROMOTING YOUR PROGRAM: THE FINAL DETAILS

A. DEVELOP MAILING LISTS
Once you have prepared a list of publications and broadcast stations that reach your target audience, locate their phone numbers in the yellow pages. Call each media outlet and ask for the name and title of the person responsible for reporting on stories in the community, or for accepting public service announcements. This is your opportunity to mention the specifics of your Families In Action workshop.

Using your list, add the contact information so your release gets to the right person. Mail your public service announcement and/or press release to your media contacts. Since media professionals change jobs frequently, update your list at least once a year by calling the media outlets you've used and asking if your contact is still the press release contact person.

B. FOLLOW UP WITH MEDIA CONTACTS
Sometimes, releases get misplaced in a cluttered newsroom, or busy journalists simply forget they received them. Following up by phone approximately one week after you mail your news release will jog the reporter's memory and possibly inspire a story that might otherwise be forgotten.

It is very likely that the reporter will be on a deadline, so you may not get through to him. If you do, be sure to introduce yourself and tell him you're following up on a news release regarding Families In Action. Ask if the reporter has any questions about the information that you sent, or if more is needed. You might also like to invite him to one of the Families In Action sessions.

If you are not able to reach your media contact, try calling one more time. If you still can't get through, leave your name, number, and a message stating that you are following up on your news release regarding the Families In Action workshop. Don't worry if your contact doesn't return the call; there is still a chance your press release will be included without you being notified.

C. SAVE YOUR PRESS CLIPPINGS
Have fellow committee/organization members help you keep track of what media outlets publish or air about your course. Clip news stories about the organization sponsoring your Families In Action program. If you know a reporter is publishing a story about your workshop, don't hesitate to ask him to send you a copy (in the form of a tear sheet, videotape, or audiotape) of the story for your files.

D. MISCELLANEOUS MEDIA TIPS

• Seldom will a press release be printed in its entirety. Instead, your release will act as a teaser to get the media contact's attention.
• Media professionals do not have the time for long phone conversations, so keep it brief. Be sure to thank them for taking time out of their busy schedules to speak with you.

E. ADVERTISING
Advertising is another way to promote the Families In Action program. You may not need to advertise at all if you have been able to reach your target audience through public relations efforts or if your focus has been narrowly defined. If you are fairly confidant that every potential participant knows about your Families In Action workshop, then you don't need to advertise.

Advertising, however, would be a sound investment if you are trying to enlist the participation of people who may not be familiar with or who do not come in contact with your sponsoring organization. Advertising in print is a great way to reach a large target audience. Evaluate which media outlets would be beneficial, and contact them for pricing information.

We've supplied advertising slicks (black and white master art) that publications use as final artwork, called camera-ready art. Usually, a publication's art department will be able to add the sponsoring organization's name and phone number for a minimal charge, or for free. Ask for a 15% in-house agency discount since you have supplied camera-ready art for the ad.

Use these ad slicks to promote your course in newsletters or local newspapers. These designs could also be used for postcards. Be sure to work with a printer or advertising department to customize these ads.